AI is quietly rerouting your web traffic, TikTok’s ad revenue faces turbulence, and Instagram is testing secret-code content. Meanwhile, conversion rates aren’t as straightforward as they seem, and your fiercest competitor might not be who you think. This week, it’s all about rethinking the obvious.
AI is Messing With Your Traffic Numbers (And Not in a Fun Way)
Remember when website traffic came from people clicking links? Good times. Now, AI tools like ChatGPT, Gemini and friends are happily serving your content without sending anyone your way. Martech says expect more ‘direct’ traffic showing up mysteriously in your analytics — that’s probably AI, not some sudden surge in brand love. Read more.
This is only going to get worse better more confusing. If your content is good enough, AI will use it — but you might not see the traffic. It’s a subtle shift but one marketers can’t ignore. Think of it as SEO’s weird new cousin.
→ Action?
- Clean up your content for AI-readability.
- Track direct traffic spikes properly.
- Accept that your analytics dashboard is lying to you (a bit).
If you want content that works for humans and machines, SEO Strategy is what we do. Let’s chat.
Conversion Rates Are Made Up and The Rules Don’t Matter
“What’s a good conversion rate?”
It depends. Industry averages say 2-3% is decent, but if your customer stays for years and spends loads? Lower is fine. If they buy once and disappear? You better be higher. Read more.
Benchmarks are nice until they aren’t. Focus less on chasing a magic percentage and more on understanding your Customer Lifetime Value and Acquisition Costs. Context beats averages every time.
→ Action?
- Work out your real CAC & CLV numbers.
- Stop obsessing over someone else’s benchmark.
- Optimise based on your business reality.
If your conversions are stubbornly low (or you’ve never really checked), Conversion Rate Optimisation is one of my favourite problems to fix.
Advertisers Are Ghosting TikTok (And Meta’s Loving It)
Turns out threatening to ban an entire platform makes advertisers twitchy. TikTok ad spend is down, Meta ad spend is up. CPMs on TikTok are cheaper (if you dare), while Meta’s feeling like the safe old cardigan it always wanted to be. Read more.
This isn’t about ditching TikTok overnight — but you should have a Plan B. Or maybe a Plan Meta. Or at least not have all your budget sitting in one very uncertain basket.
→ Action?
- Revisit your paid media split.
- Keep watching TikTok’s legal soap opera.
- Test Meta & others if you’ve been too TikTok-heavy.
Need help spreading your ad budget around safely? PPC & Paid Social is what we do.
Your Competitors Aren’t Who You Think They Are
This is a reminder that the competition stealing your customers might not look like you. It’s not always Brand X vs Brand Y — it could be DIY, not buying at all, or some random TikTok hack. Read more.
Looking at only direct competitors is like playing half a game blindfolded. Expand your research. Ask your customers. Pay attention to alternatives.
→ Action?
- Ask your customers who else they looked at.
- Analyse indirect competition.
- Adjust your positioning accordingly.
Helping brands figure this stuff out is a big part of Digital Strategy. Let me know if you need help seeing the full picture.
Instagram Wants You to Work For It: Secret Codes Edition
Instagram is testing ‘Locked’ Reels — content you can only access with a secret code. Cute idea. Could be great for exclusives, special deals, or ‘if you know, you know’ campaigns. Could also be annoying. Read more.
But if you’re struggling to get engagement, throwing in some exclusivity might just shake things up. People love a secret.
→ Action?
- Start brainstorming code-worthy content.
- Test it for your super-engaged followers.
- Don’t overthink it.
Creative social tactics like this are exactly what our Social Media Management team loves doing.
Annnd That’s a Wrap
This week, AI’s messing with your traffic. Conversion rates aren’t what you thought. TikTok’s wobbling. Meta’s cashing in. And Instagram wants your audience to work for content.
All pretty standard stuff for digital marketing in 2025.
Got questions? Got headaches? Fancy a chat about fixing them?
You know where to find me. Get in touch. Let’s cut through the nonsense and get you back to results.
Until next time,
JB
Recent Belmore Digital Articles:
You may have missed these articles and be champing at the bit to read them :-)
